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INSIGHTS
Knowledge, insights and expertise for the creative mind.
If you own a smartphone or have any mode of access to the Internet, chances are you have a Facebook account. And so do billions worldwide! Last we checked Facebook has an average of 1.45 billion active daily users. Sounds insane?
For marketers, while those numbers mean for potential, they come with a downside: everybody wants their post to be seen, and there are a lot of posts (an estimated 4:1 ratio of posts to people, in fact). If you don’t already know, organic reaches have steadily gone down through the years although Facebook’s not acknowledging it.
Why this happens isn’t just because of the metaphorical mountain that is the 4-billion-posts-per-day-on-Facebook burying your own post – it’s also due to Facebook’s Newsfeed Algorithm, which filters posts and does quality control to ‘optimise the user experience’ by showing them what’s relevant and interesting to them.
That algorithm doesn’t necessarily help the marketers struggling to get their fan-base to see their recent posts, however – and the less engagement you get the less likely Facebook will let your posts be featured on people’s News Feeds.
Sounds scary, but there are ways to outsmart artificial intelligence:
A new look deserves a new series, and as a creative digital agency, we appreciate great ideas and concepts.
In this series, we will feature exceptional and creative concepts monthly that could serve as inspiration for your digital marketing plans.
Whether it is newsjacking, good creatives or even smart copywriting, the essence of it lies in its creative strategy.
Artificial Intelligence (AI) has slowly crept into every industry, even in digital marketing, and it looked like everything could be made better with AI.
Digital marketing has benefitted from the automation of strenuous processes but the content within ads seemed irreplaceable by AI.
At least that’s what people thought until Burger King released this:
If you let your phone’s texting suggestion create an ad for Burger King, you’ll probably get something like:
“Burger King and I wanna was a great night out with the girls in a very small group of fun people who cannot is a great way of making it fun to try it and then make sure to make it happen.”
Similarly, in these ads, the AI’s voiceover and the content were awkward and funny, which seems to hit the spot for some consumers.
While it is scary to imagine a world where even content is run by AI, it seems like there has been more and more research and development going in that direction.
Why did this ad appeal to so many audiences?
Currently, advertisements are proliferating our everyday space, and the only way for your ad to stand out is to find creative and relatable angles.
Likewise, the Burger King ad used a creative yet relatable idea of faulty AI content, which captured the attention of the masses.
Hence, the formula seems clear: the less brand sells the product, the more it will appeal to the general public. This is because such content is viewed as more sincere in their interactions with consumers.
If you are looking for a strategic content with a creative and relatable angle, approach a creative team that generates meaningful interactions with consumers.
Will AI become the new wave of digital advertisement content?
We don’t think so.
AI has successfully transformed digital marketing, such as data analytics and targeting/re-targeting various profiles based on interests and internet behaviour.
But when it comes to content, humans are superior in terms of creativity and empathy, which AI fails to replicate.
Even the content of the Burger King ad itself was created by the marketing team at Burger King, banking on the inability of AI to create content and humour.
Without creativity and empathy, AI is unable to replicate creative and relatable content as exemplified by the Burger King ad.
So how should I craft digital marketing content going forward?
While targeting helps to bring the message to the right people, the right content will find the right people on its own.
Be creative. Creativity will remain the key to content creation for a long time.
Creative content often becomes talking points in everyday conversations and media news and improves your brand visibility.
At the end of the day, you will need creative yet strategic content (link to our top 5 ad article) to achieve marketing goals in the digital age.
It is good to employ advanced technology. However, there’s nothing in this world that can replace good and effective advertising content built on creativity, not even AI.
If you need help in crafting a top-of-the-line advertising content, look for a digital team that is experienced in doing so.
With an increasing amount of consumers using voice commands, brands have started to incorporate and cater to them.
The same applies to digital marketing as well.
But what has voice commands got to do with digital marketing?
(Don’t worry, we’ll get there)
Siri, Google Assistant and Alexa are some of the current in-use voice commands, but there could be a potential new player in voice command technology.
Facebook has begun testing voice commands in its Messenger platform earlier this month.
If and when it rolls out, voice commands would be a bonus supplementary feature, in addition to its Augmented Reality games.
With an increasing amount of development towards voice commands within digital and social media, what can brands do to adapt to this rising trend?
The answer is simple: Search Engine Optimisation (SEO).
Voice command technology often relies on traditional search engines to provide results to its users.
To start off, if your brand is not implementing SEO on your page (what are you doing?!), start now.
SEO can be tough, but a qualified professional can help make things easier.
The logical next step would be to optimise your page towards voice searches.
Yes, but how?
During this day and age, we are more likely to see digital services and social media sprouting from everywhere. But in an unlikely turn of events, Google announced the discontinuation of Google+, their foray into social media.
Google has been a force in the digital marketing industry. However, Google+ routinely faced issues and never took off. This tech giant has always pushed the boundaries of innovation, and as with all innovations, they are hit or miss.
When Snapchat launched Augmented Reality (AR) games last month, it positioned themselves to take on the giants and move one step ahead of the competition.
However, it didn’t take long for the competition to fight back, as Facebook launched AR games in Messenger earlier this August.
The bout between these platforms will continue to benefit creative digital marketers as they continue to one-up each other and provide more and better tools.
So the age-old question follows, now what?
If you’re looking for a date, you’re in luck! Facebook is preparing to launch a dating feature for help users find their soulmates.
In the current digital age, social media has often been used primarily for connecting people, expanding networks and the occasional marketing.
For some ‘daring’ Facebook users, they use it to pursue and date individuals they are interested in at this point of time.
In fact, Facebook has seen more success for dating than Tinder and Facebook has decided to make it easier for users to do so.
Why is Facebook doing this?
Diversification is important for business, and Facebook is throwing their hat into the dating ring against the likes of Tinder and OKCupid.
With the wide number of users readily available on Facebook, it allows an easy transition to include a dating feature.
Here’s what you can expect from this dating feature!
- It’s an opt-in so it’s your prerogative (PSA to Singles out there!)
- Users would be able to access profiles beyond their network
- ‘Networking’ events that catered to specific interests to help users meet someone who is on their frequency
This could also be part of creating meaningful interactions and connecting people on their platform, as announced earlier this year.
If your brand is looking for someone to help create meaningful interactions with your target audience, look no further than a creative digital team.
So what can you do about this?
Any brands that have services or products related to dating can start thinking up or drafting dating-related ads.
It would not be a surprise if Facebook launches ads that caters to the dating crowd, such as events or gifts that helps break the ice on dates.
If you are having trouble creating a tailored ad, leave your number with experienced digital marketers to help you with it!
This feature could also be a precursor for similar platforms for business collaborations in the future.
In fact, the same feature could be tweaked to meet similar individuals and find opportunities for brand collaborations as well.
Want to stay ahead of the digital trends? Pair your brand up with the one – a dedicated team that will help transform your brand in the digital scene!
Because the only way to get there, is to get word out there.
We know social media marketing is all the rage right now, so we’ve picked the best digital marketing advice for you to get a kickstart. If you’re not on Facebook, Instagram, or Twitter at least, we don’t know why you’re not doing it. But we’ll tell you why you should – and there’s no turning back from there.
Just when you think you’ve succeeded avoiding that pesky ‘Add to Cart’ prompt hovering out of the corner of your eye – you find yourself getting a 2FA message for “accidental shopping”. We all know that it’s more than the lures of a great product – it’s a wholesome experience coupled with a great website design, simple navigation and ease of use.
And with the eCommerce scene growing 4x faster than in-store retail, the massive influx of online retailers make for a highly competitive environment for brands of varying sizes.
So to give you a head start and get those gears running, we’ve a list of great eCommerce website designs that’ll get you inspired and browsin’!
Think the box-office Crazy Rich Asians is sending the world into a frenzy? Well, good branding can, too! When the movie hit the shores of US, it smashed records for romantic-comedies in recent times. By the time Crazy Rich Asians premiered in Singapore, it was already generating hype for its unique setting and cast. One thing’s for sure, we all can agree that Newton Food Centre does not have the best satay in Singapore.
Based on a book written by Kevin Kwan, it depicts the story of a group of rich Asians in the setting of a grand wedding with dramatic twists and turns.
Crazy Rich Asians is a trailblazer in its cast and setting and received significant success in a predominantly Caucasian men industry.
But what has the success of a locally filmed movie got to do with your brand?
Ready to learn it all? Then Action!